Broadcast Beat Magazine 2017 BroadcastAsia Special Edition - Page 57

RETHINKING
Commercial and Technology
Deployment Models For
Long-Term Success
By Jeff Rosica, Avid
Rapidly evolving technology and audience behavior
achieve these goals.
make it critical for broadcasters to stay at the fore-
front of technology. Yet current technology solutions,
Battling complex, costly technology environments
deployment models and upgrade cycles make this a
complex, cumbersome and costly goal.
Despite the urgent need to integrate content creation
and monetization processes, current technology solu-
Content creators no longer have the power to dic- tions remain highly siloed, and roadmaps are increas-
tate when, where, and how consumers enjoy media. ingly disconnected from the most pressing industry
Not only are today’s consumers more sophisticated needs. Multiple siloed vendors following the traditional
than ever; they’re empowered to create and consume value chain are not only putting media organizations
content anywhere, anytime, through any device and out of touch with consumers, they’re also siphon-
in any format. The proliferation of multiple formats, ing critical capital in areas such as integration and
distribution channels, and devices has increased the interoperability, in ways that still don’t match the
cost and complexity of monetizing assets, as well as needs of today’s environment. Technology integration,
competition for a share of the consumer’s wallet and vendor management, and interoperability challenges
viewership. make already-limited flexibility, agility, and innovation
even more difficult.
As the traditional linear value chain in which con-
tent moved through pre-production, production, The prevalence in media enterprises of disparate
postproduction, distribution, and delivery—with pre- production technologies from a variety of vendors,
determined handoffs occurring between each pro- combined with traditional technology deployment and
cess—has been replaced by a fluid, multi-dimensional upgrade cycles, makes it difficult for media enterpris-
process, the creative side of the media value chain is es to update, plan and manage technology, and keep
fusing with the business (or monetization) side, and staff trained and updated. A lack of common toolsets
media organizations are finding themselves under and workflows impedes enterprise-wide search and
intense pressure to connect and automate their entire content sharing, and the ability to produce content
creation-to-consumption workflow. They also face for new channels and digital distribution models. This
relentless pressure to increase operational efficiency creates a technology environment that’s too complex
and revenue, and are looking for innovative ways to and costly to sustain.
Broadcast Beat Magazine • www.broadcastbeat.com • 57